Real Élelmiszerlánc
Real TikTok channel and content creation

Launching Reál’s TikTok channel posed a significant challenge, as it involved bringing a traditional retail brand closer to younger generations. The biggest task was to move Reál’s communications away from the world of traditional promotional leaflets and price-focused messaging, and to establish a presence with content tailored to the platform. In addition, we had to find a tone that was at once authentic, light-hearted and natural for TikTok users. Another challenge was ensuring the brand could respond in a timely manner to rapidly changing trends and meme culture.

By launching the channel, Progressive responded to a clear consumer need: today’s shoppers are no longer just looking for products and promotions, but also for a brand experience. The young target audience is increasingly turning to social media for information, so it is important that – like its competitors – Reál is present where attention is truly focused. TikTok has provided an opportunity for the brand to become more relatable, connecting with its audience through humour and everyday situations. In this way, Reál can not only increase its reach but also build a more modern and likeable brand image.

In 2024, when establishing Reál’s TikTok presence, we created an operational model that is sustainable in the long term, responds quickly to changes on the platform, and ensures the continuous production of high-quality content. Progressive handles the entire process in-house: from strategic planning and creative concept development, through to filming, post-production and publication, we have dedicated specialists in every area.

For Reál, we have developed a TikTok content strategy that aligns both with the brand’s current creative platform and the specific characteristics of the channel. The content includes seasonal themes, recipes, behind-the-scenes videos, community-building formats and trend-based creative content. Over an average of five shooting days per year, we produce up to 20–25 videos in a single session, ensuring Reál’s continuous presence.

One of the keys to the project’s success is Progressive’s integrated content production model. The content is planned, written and directed by the Progressive Content team, which also coordinates post-production and publication. This is supported by the wider PRG Reál team through close collaboration and valuable input.

On set, the cameraman, writer-director and production manager work together, whilst post-production is carried out in-house by three dedicated specialists. This enables us to respond quickly, flexibly and cost-effectively to emerging needs, whilst guaranteeing consistent quality.

Thanks to the end-to-end content production process based on our in-house expertise, we envisage a long-term partnership with Reál. Our aim is to continuously develop the channel, test new formats, and build a lasting, value-creating presence for the brand on TikTok.

Reál’s TikTok channel has delivered strong and measurable results since its launch. The channel was launched by Progressive, and we built up the entire follower base from scratch; it now stands at 13.3 thousand followers.

So far, 235 videos have been produced as part of the project, which have collectively achieved over 42.6 million views. This clearly demonstrates that a consistently developed, platform-specific retail TikTok strategy is capable of generating genuine reach, repeat engagement and brand-building impact.

The channel’s presenter, Rebeka, has quickly become a favourite with the audience, and viewers are increasingly associating the Reál brand with her and the world of TikTok content. This has significantly contributed to Reál presenting itself in a more relatable, fresh and likeable way on social media.

Thanks to the production model, which is operated entirely in-house, Reál’s TikTok channel can be developed further quickly, flexibly and cost-effectively. Progressive’s aim is for the channel to function not only as a campaign platform, but also as a brand- and community-building platform that creates long-term value.